Two Plugins to Track Changes on a WordPress Site

first_imgMy client sent me an email message, saying something wasn’t working correctly on their website. They made some changes, but now the site was acting “wonky.” Their words, not mine. I asked, if they installed any new plugins, modified settings for installed plugins, or if they deleted anything. “I’m not sure what happened,”, my client replied. “I don’t remember what I did. Can you fix it?”If this has happened to you, it can be like a treasure hunt trying to discover what the user changed in WordPress. Without some clues, where do you begin? You want to find out if the user:Changed the themeDeleted the themeMoved a widgetGave access to a new administrative userChanged a menuAnd many more itemsTracking down what users, especially users with administrative access, have changed on a WordPress site can be a challenge without a map. Thankfully, there are a couple plugins that provide you a map that can make your treasure hunt a lot easier.The ARYO Activity Log plugin allows you to quickly find out from your Dashboard what changes have been made to the site, and by whom. The plugin tracks who has created, updated, or deleted posts, pages, custom post types, tags, categories, taxonomies, comments and media. Find out which users have logged in, logged out, and whether the user’s login failed. What I found helpful was discovering if a widget was added or deleted (the source of my client’s issue), or if the widget order was changed.ARYO Activity Log is easy to install, with minimal configuration. It adds another administrative menu choice to your Dashboard, near the top of the menu. There are only two tabs in the settings options. You can set the maximum number of days to keep updates (no more than 30 days is recommended). And by setting up custom notifications, you can be emailed when certain events take place.Stream, which was released late last year, offers similar tracking features and functionality, though with more customization options than ARYO Activity Log. Once its installed, you’ll find a new “Stream” menu choice near the top of the administrative menu where you can track changes made to the site’s pages, posts, media, tags, categories, and comments. In Stream Records, you can filter logged actions by connector, context, action and IP address, making it simple to track down changes. Stream Settings offer you more configuration options, allowing you to restrict who has access to the activity log by role or by user name. Using their Developer API, you can create your own custom connectors. According to their description, Stream won’t pollute your default posts table with records or slow down content querying on your site.Both plugins are free. Note that email notifications in Stream are only available through their premium extensions.Do you think you’ll use ARYO Activity Log or Stream for tracking? Or are you using something else to track changes on your WordPress sites? Share your thoughts in the comments. Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)Click to print (Opens in new window)Like this:Like Loading…RelatedShare Your Favorite Plugin: Simple HistoryActivity monitoring plugins are essential for troubleshooting a site when something isn’t working correctly. Without a log of what changed on a website, you can feel like you’re on a treasure hunt with no clues. I’ve written about WordPress plugins to track changes in the past and how they can…In “WordPress”Common Plugins I Install on WordPress SitesI’ve chatted with WordPress designers and developers about the standard plugins they install on WordPress sites. You know, the common plugins you install to set up a default WordPress site. After hearing from several friends and colleagues, and sharing my default setup in online forums and chats, I thought it…In “WordPress”Share Your Favorite Plugin: File ManagerWhen you don’t have the FTP credentials or web host credentials for a site, the File Manager plugin allows you to edit, download, delete files in WordPress. Use with caution, it’s a powerful plugin.In “WordPress”last_img read more

CEO Beckstrom to Leave ICANN in July Amid gTLD Controversy

first_img3 Areas of Your Business that Need Tech Now Cognitive Automation is the Immediate Future of… Massive Non-Desk Workforce is an Opportunity fo… Tags:#enterprise#networking IT + Project Management: A Love Affaircenter_img scott fulton Related Posts His vision was to internationalize the oversight body of the Internet naming system, to structure it less like a spider and more like a starfish. (A starfish, you see, can regrow lost limbs.) To some extent, the dashing security expert Rod Beckstrom has accomplished that as President and CEO of ICANN since mid-2009, most notably by removing the U.S. Dept. of Commerce from its direct oversight role over ICANN.Come the end of his term next July, Beckstrom will leave the President and CEO role of ICANN, presumably to resume his career as a world-renowned security expert. But in the twilight period of his term he may have to fight at least two more significant battles, neither of which may conclude before his departure. First and foremost is ICANN’s adoption of a controversial generic top-level domain (gTLD) plan for the domain name system – one which would give any applicant with $185,000 to spare (PDF available here) a new root domain of its own alongside .com, .net, and .org.The latest criticism of this plan came Monday from Randall Rothenberg, CEO and President of the Internet Advertising Bureau. The IAB represents some 500 leading media firms that represent as much as 86% of the ad buys in the United States.“ICANN’s potentially momentous change seems to have been made in a top-down star chamber,” Rothenberg said. “There appears to have been no economic impact research, no full and open stakeholder discussions, and little concern for the delicate balance of the Internet ecosystem. This could be disastrous for the media brand owners we represent and the brand owners with which they work. We hope that ICANN will reconsider both this ill-considered decision and the process by which it was reached.”Rothenberg’s comments follow up on a letter sent earlier this month to Beckstrom by Robert Liodice, the President and CEO of the Association of National Advertisers (ANA), which alleges the proposed gTLD system violates the world’s existing system of trademarks.“Implementation of a program with unlimited TLDs is economically unsupportable and likely to cause irreparable harm and damage,” Liodice wrote. “At the same time, the program contravenes the legal rights of brand owners and jeopardizes the safety of consumers. By introducing confusion into the marketplace and increasing the likelihood of cybersquatting and other malicious conduct, the program diminishes the power of trademarks to serve as strong, accurate and reliable symbols of source and quality in the marketplace. Brand confusion, dilution, and other abuse also poses risks of cyber predator harms, consumer privacy violations, identity theft, and cyber security breaches.”All that together might mean a fairly negative legacy for an outgoing ICANN chief. But in his response to Liodice a few days later, Beckstrom stated that Liodice had not done his homework, failing to account for strict guidelines for gTLD applicants (PDF available here) that were developed with the full cooperation of both major DNS stakeholders and the U.S. Government.“Multiple public meetings and at least 45 lengthy public comment periods were conducted and thousands of comments, representing a broad range of interests, were received. Every comment submitted (including those submitted by the ANA) was read, summarized, posted for all to see, and factored into the decision-making process. The extent of this collaborative process, the responsiveness to public comment, and the volume of changes (across seven full drafts of the Applicant Guidebook) in response to stakeholder input are well documented…“Your quotations from the economic studies are highly selective and lead to an unsupported conclusion that more domain names will lead to cyber security lapses or consumer privacy violations. Your claim of ‘enormous financial burdens’ and other broad statements are offered without supporting data or rationale. I invite you to review the entire set of economic studies, which explored the current marketplace, and applied expert analysis to an examination of the potential risks and benefits as far as possible (noting that the benefits of innovation are difficult to predict). As you point out, these studies recommended the implementation of additional protections against trademark abuse and malicious conduct. ICANN formed teams of internationally recognized experts to adopt both these recommendations and incorporate many significant new safeguards into the program.”Beckstrom went on to respond to Liodice’s allegation that companies would be forced to shell out a six-digit figure to protect their trademark interests on the Web, by saying protections will be put in place to prevent any applicant from violating the legal interests of any other parties. As for whether new gTLDs will bring appreciable benefits to the Internet as a whole – as Web creator Tim Berners-Lee suggested in 2004 that they should – Beckstrom suggested that hopefully anyone taking on the task of buying a gTLD would recognize the enormous responsibility that would be assumed. “This is clearly not for everyone,” he wrote.Is ICANN concerned that the fallout from this dispute may not subside prior to the close of Beckstrom’s tenure? ICANN spokesperson Jim Trengrove told RWW, “By the time Rod Beckstrom’s term comes to end, the new gTLD program application period will have been completed and the evaluation of those applications will be well underway. Rod already has remarked on the solid professional executive staff he has put together which will carry on implementation of the gTLD program even while a professional search for his successor is underway.”Meanwhile, the other battle that ICANN is mitigating concerns another aspect of Beckstrom’s bold internationalization plan: It wants the U.S. Dept. of Commerce to remove itself from responsibility for the Internet Assigned Numbers Authority (IANA), which manages the assignment of names to country-code TLDs (like .co and .tv), as well as to the zone where gTLDs would be managed.ICANN administrator Fiona Alexander made it very clear last March: It wants IANA to step aside. “Narrowing the scope of the IANA functions framework would promote the global public interest. Narrowing the scope of the framework subject only to [National Telecommunications and Information Administration] oversight would increase global confidence in the performance of these functions.”Is ICANN concerned this situation may not be resolved before next year? “Rod is pleased with the increased internationalization of ICANN during his watch, beginning with the Affirmation of Commitments agreed to within months of his taking over as president and CEO of ICANN,” ICANN’s Trengrove tells us. “He believes ICANN’s relationship with IANA continues to evolve in a positive direction.”last_img read more

HubSpot TV – Listen to Your Fans, Friends & Followers with Scott Kirsner

first_imgEpisode #39 – May 8th, 2009 Marketing Takeaway Intro How to interact on Twitter: @ Closing @ On next week’s episode (May 15th, 2009), Mailbag will be on HubSpot TV Originally published May 10, 2009 7:37:00 PM, updated July 04 2013 Boston Globe article: Products that might not be social at first glancemight be able to become social, giving them more inbound marketingpower. Optimize your website to get found by more prospects and convert more of them into leads and paying customers with HubSpot’s inbound marketing system. Recent The Future of the Boston Globe and Content in General Start your trial now! Miss last week’s episode?: If Twitter indexes not only Tweets, but also links, would it have more real time news information than Google? Boston is the Hub of Inbound Marketing Richie Hawtin created a system to live post what he was playing to his Twitter stream which used Traktor Pros system Marketing Tip of the Week Marketing Takeaway Twitter Competing with Google? Scottsdale Police Department Tweets Bank Robber’s Picture on Twitter @ScottsdalePD Marketing Takeaway: Scott Kirsner HubSpot TV Guest: mvolpe Great example of innovation based on your top users as well as using inbound marketing within your productcenter_img HubSpot Free Trial : Produce more content and in multiple formats to suit all of the audiences you serve. Richie Hawtin launches Twitter app for Traktor Headlines Do Press Releases count as content creation? Remember to subscribe in iTunes: : Promote the content you publish in social media to attract more visitors and links. Make sure you are listen to your most sophisticatedcustomers and understand how they are pushing, adapting and enhancingyour product. Cinema Tech (May 1, 2009) Boston Globe Still Strong Online @scottkirsner Doing it Right Traktor Pro added the functionality into the next release of the product BonusMarketing Takeaway: Boston Globe Journalist New book: Make sure you are listening to your customers to find new product innovations. karenrubin Twitter Plans to Squash Google’s Spider? Innovation Economy HubSpot TV – Ahh Choo! Marketing and Swine Flu Scottsdale PD Tweets Bank Robbers photo: Chris Brogan Newspapers Use Kindle to Boost Subscribers (Length: 27 minutes, 59 seconds.) Fans, Friends & Followers DJing Social Media & Inbound Marketing From PRSA Conference: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

6 Twitter Tips for Building Relationships and Generating Media Coverage

first_img Once you’ve identified and started following some of the key influencers and media professionals in your industry, start tweeting with them, but don’t oversell your business or product. Develop relationships by tweeting about an article of theirs you enjoyed reading or ask how they feel about a particular topic they specialize in. Sometimes reporters will also use Twitter to broadcast that they’re seeking subjects or sources for a particular story they’re writing. If it’s a fit for your business, reply! is a free website that enables you to search for and locate journalists by source (publication) or by beat (topic). 5. Direct Message reporters instead of sending them an email. ,” a guide for media folks that includes resources on how to use Twitter to find sources for stories more quickly, how to tell better stories, and how to increase reach for their work. Here are some helpful tools you can use to pinpoint the influencers and media professionals covering your industry: Reporters and big-time bloggers are incredibly active on social networks, especially when gathering information for stories. Use the resources mentioned above to find media people on Twitter, and start connecting with them! that can help you find the top Twitter users by location and also measure the online authority of a particular user. Twitter for Newsrooms 2. Watch/search for tweets about editorial opportunities. Twitter Tools for Finding Influencers applicable to you! Originally published Jul 6, 2011 1:29:00 PM, updated October 20 2016 Relationships Lead to Coverage For marketers, using Twitter can be a great way to introduce yourself and your company to the media. But how do you find the influencers in your industry on Twitter? One way is to look for influential blogs in your industry (using blog search engines like Technorati), subscribe to them, and start following their authors on Twitter. Another way is to start following journalists who target your industry. So in what specific ways can you take advantage of Twitter for media relations? ? 2. Muck Rack: 3. Share tips to other resources. Muck Rack 4. Share your content and company news when appropriate. JournalistTweets . free marketing tools 1. Tweet Grader: By sending a Direct Message, you are forced to create a short, concise pitch that a reporter is more likely to read. Also, direct messages are very casual, and some media folks prefer DMs to email pitches. In addition, it will save you the time it would normally take to write a lengthy pitch (which isn’t recommended anyway!). Remember, you can only DM people if they follow you back. But be careful not to pitch too much; it’s easy enough for them to unfollow you, making it much more difficult to connect and putting you on their radar as a spammy pitcher.center_img The following is an adapted excerpt from our new, free ebook, ” Are you aware that many journalists, reporters, and bloggers make themselves available on Twitter? It’s true! In fact, Twitter recently published ” 3. JournalistTweets: Because of the real-time nature of Twitter, it’s a great place for media professionals to look for last-minute, additional resources for their stories. When following bloggers and reporters on Twitter, keep close track of their tweets and scan for any opportunities. It may take some time to build lasting relationships with bloggers, journalists, and reporters, but the ultimate payoff is worth it. PR coverage and the buzz it generates can be a rewarding and beneficial asset for a business, adding credibility and providing third-party validation for your company and brand. is a free site that curates tweets from journalists and allows users to filter journalists on Twitter by industry. is Topics: Tweet Grader Once you’ve developed a good relationship with a certain influencer, share a link to content that represents your business, its culture, and what your brand is all about. Did you just write an article on your blog about some important company news? Tweet a link to an appropriate journalist who covers a relevant topic. ” for 2011. Download the full ebook build positive relationships with the media on Twitter 6. Use Twitter to check in before pitching. Check to see what the person you’re about to pitch is up to before contacting them. In the event that the person is sick, having a bad day, or away traveling, it may be best to contact him or her at another time. 1. Develop relationships with reporters, bloggers, and other media professionals through Twitter. Tips for Using Twitter to Build Relationships With Media How to Use Twitter for Business: An Introductory Guide here Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack In what other ways can you is one of HubSpot’s It’s also a great idea to send reporters tips and links to other resources simply to be helpful and improve your relationship with them, even if the tip isn’t specifically regarding your company. They will be thankful for your help and will be more likely to use you as a reference when the subject Twitter Marketinglast_img read more

4 Tactics for Finding Meaningful Conversations on Twitter [@InboundNow #34]

first_img , find, and participate in relevant industry conversations on Twitter? are social media tool Originally published Aug 18, 2011 11:02:00 AM, updated October 20 2016 Runtime: 12:25 Inbound Now is currently in booking mode for upcoming episodes! Is there a certain topic you would like covered or an expert you would like to see come on. Contact me on Twitter Using What other tactics do you use to to see a ton of options and start getting rid of some of the noise. Reach out in a genuine way and start sharing their content on a regular basis. There monitor To view more episodes of Inbound Now, You can add questions to a to-do list to answer later, or forward them to a colleague and help them connect with relevant Twitter users. 4. Find Relevant Tweeters in Your Space , we share some advanced Twitter search tips to help you wade through the fire hose to find relevant conversations and filter out useless noise. Topics: advanced search link Here are some other examples of other common search modifiers, courtesy of the Twitter application, HootSuite: Regardless of the tool you use, centralizing information in one place is critical to saving hours of time and your sanity. Key Point: The tools you are using aren’t as important as the smart searches you are using to find the useful needles in the proverbial Twitter haystack. . keyword ? -http is a great site to scan Twitter bios for relevant keywords. It may take a little digging, but once you find some influential people in your space, make sure to start following them and connect. gets rid of all the auto-posts from blogs and people’s RTs, which can be helpful when you are looking for statements and questions(?) around your keywords (a.k.a. conversations). keyword suggest -http keyword anyone -http keyword recommend -httpcenter_img SEO and Social Media is a great way to start learning the advanced search queries Twitter has to offer. Click on the -http conversations happening and questions being asked about your industry. The trick is finding them in an efficient way. Would you like to see a particular marketing mastermind on the show? You need to set up a place to centralize all your queries in one place. I prefer to use HootSuite, TweetDeck, or Sendible for this. HubSpot also has a pretty nifty It never hurts to have an influencer on your side, and they can be instrumental in helping you spread your messages when the time comes. Give, give, give, before you ever try and ask for anything. (This is the Golden Rule in social media). . social media and digital marketing podcast The 3. Set Up a Listening Station Twitter @DavidWells or drop me a line on our contact page helps you take your monitoring to the next level by providing a browser plug in/extension that notifies you of any new conversations happening around one of your advanced search strings. 1. Use Advanced Search Modifiers click here In this episode of Inbound Now, HubSpot’s Four awesome search modifiers for Twitter are: 2. Leverage InboxQ to help keep tabs on conversation. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

They Grow Up So Fast: How 7 Brands Made It Big Practically Overnight

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Any business owner will tell you: Overnight success can happen — it just takes 5 to 10 years of work first.Stories of companies with meteoric rises abound, and it may seem like they’ve been fated from the very beginning.For many, however, growth hasn’t always been straight and even. These companies just made some smart marketing decisions that led to some serious growth spurts along the way.  Let’s take a look at some of the decisions that proved to be watershed for seven companies and led to major increases in traffic, revenue, and brand evangelism.1) UberWhen Boston Public School buses went out of commission in early October due to a worker strike, thousands of parents were left trying to find alternative avenues for their children to get to school. Uber, a mobile app that connects riders to taxis and car services, took this event as an opportunity to help.After the idea was first raised by an Uber user on Twitter, the company began offering free rides to Boston Public School students stranded by the strike. The good gesture resulted in news coverage from major publications, including the New York Times, Venture Beat and, of course, the Boston Globe. It also exposed a new audience to Uber: parents in need of a safe way to transport their children.  This isn’t the first time that Uber has offered to help out during a time of crisis. In March, after a fire left a massive section of Boston without power and caused subway service to halt, Uber offered rides out of the darkened neighborhood for half off. Also, after the 2013 Boston Marathon bombing, Uber provided free rides to area hospitals.Through these standout actions, Uber has ingratiated itself in the local community, spread brand awareness, and grown significantly as a result. In the last year, according to Inc. Magazine, Uber has expanded rapidly from 12 to 35 cities and grown its revenue by 18% a month. Takeaway: It’s essential to pay attention to current events and where your business can fit in.2) FeedlyIn March 2013, Google announced plans to shut down its beloved RSS reader, Google Reader. The decision left millions of Google Reader users abuzz with concern. Where would they go? Would they have to rebuild all of their feeds?Feedly, an upstart RSS reader, jumped on the opportunity to win over the Google Reader expats. It announced a one-click migration and pursued a number of thought leaders to try their service out. The company spoke directly to the Google Reader audience and created a ton of content for likely searches, such as “Google Reader Alternatives.”By the end of the campaign, Feedly had secured the lion’s share of Google Reader customers and its user numbers tripled from 4 million to more than 13 million. A day after the paid tier became available, the company sold out of its 5,000 Pro accounts.Takeaway: Change is your friend. Be watchful of an evolving marketplace and be quick to act on new partnership opportunities or sudden needs (even if you don’t have all of the answers figured out).3) PinterestIf there was ever a case for an overnight success, it would be Pinterest.In 2011, the social medium’s traffic grew 40x in six months. Pew Research shows a 286% increase in Pinterest use between 2011-12. The site skyrocketed from 700,000 users to more than 20 million, with 15% of Internet users now on Pinterest.But even Pinterest’s founders will tell you that success was 4 years in the making. Even still, how did Pinterest accumulate such wide use in such a short amount of time? The answer is layered, but key to it was how deeply the company built social sharing into to the product.  Social media wasn’t an afterthought with Pinterest — it was a central artery of the way the site operated. When you join Pinterest, you automatically sync up with your connections from other social media networks, enabling you to avoid the cold-start syndrome of having to build a community from scratch.The company also made sharing content on its site exceedingly easy with a bookmarklet and social sharing integrations. According to ShareThis, this year, Pinterest is closing in on email as the third-most popular way to share behind Facebook and Twitter.  Takeaway: We can’t all have our own share buttons, but what can we learn from this? For starters, think about sharing as an integral part of the website visitor experience. Identify the natural places where sharing could occur (e.g. after a purchase or consumption of a piece of content) and make sharing an easy and nearly intuitive part of that interaction. 4) FireRockExponential growth isn’t reserved for web-based companies alone. FireRock, a HubSpot customer, saw significant bursts in growth after getting serious with its social media strategy. FireRock manufactures high-quality, pre-engineered masonry products, including indoor and outdoor fireplaces, chimneys, outdoor ovens, and fire pits.Beyond having a useful blog, FireRock has one of the best Pinterest accounts I’ve seen from a B2B company. It helps that the company creates really beautiful stone fireplaces, so the imagery is captivating, but it also knows how to optimize Pinterest for its business. FireRock smartly tags its posts by geography and focuses on visual content that spreads well. Five months after it began focusing its social media strategy, FireRock increased its reach by 330% and saw a related increase (189% over eight months) in website visits.Takeaway: Know your channels. FireRock knew it had the sort of visual content that would do well on Facebook and Pinterest and targeted its efforts there. You may have content better suited to LinkedIn, Twitter, or another network. 5) ROGETECHFounded in mid-2011, ROGETECH is an IT distribution company specializing in industrial barcodes, tablets, and scanners. The company is also a very new company competing in an older market with established brands. At launch, it knew it needed a way to differentiate from all the other IT distribution companies. The company was starting from scratch, with no email list, domain authority, followers, or fans. In short, ROGETECH knew that to unseat the incumbents, it’d need to win at the search box. It started a strategy of blogging and content creation around a very strategically cultivated keyword list. Not knowing what kind of results it’d see, the company decided to run it as a three-month experiment.Andre Jensen of Inbound MD, an inbound marketing agency that worked with ROGETECH, explains: “We started blogging in mid-December 2011. The month of December 2011, they had 77 unique visitors from organic traffic. After just one month of blogging, they had 695. Two months after, 2,296 organic visits. Three months, they reached 3,454.”  The company centered its posts around technology trends, IT distribution, and tips for successful purchase in the IT industry. This way, it had posts that were both industry-specific and appealing to the masses. One of its most popular blog posts, “What is the Barcode and How it Works,” talks about what a barcode is, how it works, and how a computer interprets it. The company didn’t blog haphazardly. Instead, it stuck to a schedule and well-researched key search phrases.In one year, as a result of all of its efforts, its traffic grew 4,000% and it found that 84% of it was being generated organically through search results, without additional cost to the company. The firm also built a great foundation for future growth, climbing to the number-one rank on Google for nearly all of the products it sells.Takeaway: Know your competitors’ weaknesses. If no one is really dominating the search results for your key terms, go after them. Make a plan to unseat bigger, more established companies with agile content creation. ROGETECH Organic Traffic Growth for 20136) The Rodon GroupIt’s amazing what can happen when a marketing campaign taps into a larger cultural issue. The Rodon Group, a HubSpot customer and manufacturer of plastic injection molding services, was an unlikely candidate for the national spotlight, and yet, after a brief campaign focused on U.S. vs. overseas production, that’s exactly what the company got.  In 2012, The Rodon Group’s president, Michael Araten, drew media attention to what he saw as a trend in manufacturing contracts coming back to the U.S. due to supply chain complications and shipping expenses. “We’re in year three of what I think will be a 10-year transition back to U.S. manufacturing as a world leader,” he explained to Businessweek.His interviews with Businessweek were accompanied by others, including ones with CNBC and The Today Show. The Rodon Group was even visited by President Obama, where he spoke about the importance of keeping American manufacturing and family-owned businesses competitive.But how did he get the national spotlight to begin with? It all started with a campaign the company ran to promote U.S. manufactured plastic injection molding as more affordable than using overseas companies in China. The campaign was anchored on an ebook entitled “Top 10 Critical Reasons to Bring Your Plastic Injection Molding Back to the U.S.” and supporting posts and materials to compare and contrast its services with those of overseas companies.Takeaway: This campaign worked for a couple of reasons.It struck a national chord: The campaign was about more than the company. It focused on an emerging trend that could affect the economy, jobs, and entire industry. It can be easy to get caught in the day-to-day of your job, so try to keep an eye for the larger context in which your company is working. It was well-timed: With national elections coming up, the company knew all eyes would be on the economy and jobs. What external milestones could help bump up the newsworthiness of your company or products? 7) Human Rights CampaignNonprofit organizations and political action committees are among the best at galvanizing wide support in a targeted amount of time. There is perhaps no better example of accumulating momentum around a given event than the United For Marriage campaign run by the Human Rights Campaign in 2012.The campaign, which ran for two weeks, leveraged the timing of an impending Supreme Court deliberation to launch a major public action campaign.  Core to the virality of the campaign was the freedom its audience had to adapt its logo and materials to reflect themselves. Business partners — from Bud Light, to Bonobos, to HBO, to Smirnoff — all adapted the iconic logo with their own. The campaign not only put a message out, but it also gave people the platform to personalize that message.  Much like The Rodon Group campaign, the HRC campaign had a concentrated timeline that hung on a major Supreme Court decision date. The timeline upped the urgency for action and gave participants a sense that this would be a limited-time activity. The company’s results were outstanding. Below is just a segment of its results — you can find the full results here, which include this stat: 700,000 unique visitors were recorded for the campaign website, 86% of whom were brand new to the organization. Takeaway: Give your campaigns a clear start and end date and funnel your entire marketing focus into them. By concentrating all channels and activities toward one goal and milestone, you can increase the urgency and reasons for involvement. There’s no such thing as luck in marketing — only opportunities spotted and acted upon. These companies range wildly in size, mission, industry, and audience, but one commonality that unites them all. They paid attention to the world around them and the experience of their users or customers. They noticed trends, gaps, and opportunities and they were strategic in how they tackled them.The combination of observation, action, timeliness, and measurement are at the heart of each of these efforts. What can your company adjust to better position yourself to do the same? Let us know below! Originally published Oct 16, 2013 8:00:00 AM, updated February 01 2017 Marketing Case Studieslast_img read more

Twitter’s New Profile Layout, Gmail’s Image-Heavy Inbox & More in HubSpot Content This Week

first_img Twitter Marketing Originally published Apr 13, 2014 8:00:00 AM, updated February 01 2017 Our digital social tools are both a blessing and a curse. While they provide us with an unmatched way to interact with the modern consumer, keeping up with the never ending changes and updates can often feel like a full time job all on its own.This week, in HubSpot content, we covered a wide range of topics on this front — spanning everything from major layout changes to feature launches and even one high-powered marketer who may still not be on board with the whole idea of social monitoring tools.See all that and more in this week’s HubSpot content roundup.Twitter’s New Profile Layout Is Here: What You Need to KnowTwitter has officially confirmed rumors that began in February, announcing that in the next few weeks, users can expect to see major changes to their profile pages. In this blog post, you’ll learn all about the new layout and how you can prepare for the changes.9 Ways to Use Twitter’s New Photo Collages in Your MarketingTwitter recently introduced a new feature that enables users to include up to four images in a single tweet. This blog post will walk you through nine different ways you can capitalize on this new capability to attract visitors and convert your prospects into customers.How to Optimize Your Emails for Gmail’s New Image-Heavy InboxFor the past few weeks, Gmail has been testing a new look for the Promotions tab. The new, Pinterest-like layout is far more image-heavy than anything Gmail has done in the past. In this blog post, see what this will mean for your emails, as well as how can customize the logo and images that appear with your emails.What to Do When Your Twitter Account Gets HackedAll it takes is one click on the wrong link, or one seemingly harmless download, to give hackers everything they need to gain access to your Twitter account. This blog post outlines the best practices for protecting your account, as well as the steps you can take to recover your account after it has already been hacked.Apple Marketing Boss: We Don’t Need No Stinking Social Monitoring Tools!In early 2013, Apple’s senior vice president of marketing, Phil Schiller, harshly denounced the idea that Apple should start paying for social media monitoring tools. Check out this blog post  to learn more and to see highlights from the actual email discussion between Schiller and other members of his marketing team.What was the most interesting thing you learned this week on Inbound Hub? What do you want to see more of? Leave your feedback in the comments! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:last_img read more

Want to Be a CMO? Learn These 3 Skills First

first_img Originally published May 21, 2014 7:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Management Advice For some, the most coveted job in the marketing org chart is the CMO position. However, the path to actually get there is a tad unclear.While many marketers may be good at acquiring specific skills that make the better at their jobs — creating content, designing campaigns, evaluating and working with new software — those who want to rise to the C-suite often need to expand their skill set to things that are a little less concrete than all that.Where do you see yourself in five years? Take our free quiz here to figure out the next step in your career.In this blog post, I would like to point out some of the must-haves to become an effective CMO in today’s ever-changing marketing landscape. Here are some good places to get started on achieving your CMO career aspirations.Developing the Right Skill SetBecoming a chief marketing officer takes a unique set of skills and talents. This skill set is rooted in good marketing fundamentals, however, it expands far beyond that. The effective CMO excels in personnel development and coaching, quantitative analysis, and strategic thinking. Without developing these skills, it will be difficult for you climb to the highest rung on the marketing ladder. So, let’s take a deeper look at some of these skills that will help propel your career forward.1) Personnel DevelopmentFor marketers on the front-line, our day is consumed with developing websites, building landing pages, writing blogs, and working to improve our search rank. While these tactics are all essential to the health of our organization, they are not the skills that are going to help you elevate your career.Aspiring CMOs must be working on their leadership and personnel development skills. As a chief marketing officer your job is to direct teams that execute the day-to-day tactics — SEO, content, PPC, social media, site management, etc. To do this, you’ll need to work on: Effective communication  The ability to motivate a team to actionThe aptitude to evaluate and critique completed workThe capacity to develop and set a career track for direct reportsStart by taking leadership development classes, attending seminars, and self-educating through content. These “soft-skills” will definitely need to be honed and groomed before you can step into an executive management role.2) Quantitative AnalysisCMOs are tasked with looking at the financial health of their marketing departments. This means assessing things like cost per lead, cost per follower, channel ROI metrics, and funnel performance.Additionally, you’ll need to make difficult decisions on whether to hire internally or outsource different parts of your marketing functions. These decisions must be made within the context of the company’s financial health, internal marketing capabilities, and industry position. So developing your quantitative assessment “chops” is definitely a worthwhile endeavor.Being able to analyze and interpret financial and marketing metrics is essential for any personnel looking to move into the CMO role. Developing the capabilities to decipher balance sheets and income statements and establishing their connection to marketing performance is an invaluable skill set.In addition to being able to accurately diagnose financial misalignments within the marketing department, future CMOs will be able to quickly make recommendations about how to fix these problem areas. So look to develop your analytics skills in conjunction with your marketing know-how.3) Strategic ThinkingFinally, those gunning for the CMO role need to develop their strategic thinking skills. This skill is probably the most amorphous yet important skill that the CMO possesses. Developing strategic thinking is about elevating you thought processes from just marketing to looking at the business as a whole.Strategic thinking is about the bigger picture of where your company, your industry, and your customers are headed. It’s the capability to see 1, 3, and 5 years down the road. Then having the foresight to make adjustments to your organization and your team to align with the coming change.The difficult part of developing strategic thinking skills is there is not a clear road map to get there. Rather, strategic thinkers discipline themselves to think about the future, the problems, and the opportunities that will be coming in the near (and more distant) future.Start by dedicating a little bit of time every day to thinking critically about your industry, your customers, and your market position. Where are the shifts going to be, and where will your company’s “value add” be in 10 years? These questions will help extract you from the minutiae of tactics and campaigns.As busy marketers we often can get caught in the monotony of executing campaigns, but don’t take the time to develop other skill sets that can elevate our careers. Marketers that want to get to the next level must make time for professional development to differentiate themselves from the “pack.”last_img read more

5 Ecommerce Companies Who Do Social Proof Right

first_imgSocial proof is sometimes misunderstood. Not in the fact that people aren’t sure what it is—most know that reviews count as social proof—but in the fact that many don’t realize just how extensive the possibilities for presenting social proof are. That’s why we gathered together some of our favorites, so we can show you the many different ways you can convince buyers that the whole world loves your products. ModClothWe can’t have a best-of list without ModCloth, can we? Yes, ModCloth provides social proof in several different ways, including reviews and a heart button. It’s easy for buyers to see which products are universally loved, which in turn helps them make up their minds.Lots of companies do this now, though. Getting reviews and likes definitely helps, but ModCloth takes it a step further by requesting user-generated content. These images of real customers wearing the clothes and accessories sold on the site have more sway over buyers than picture-perfect models. As an added bonus, ModCloth also presents several different styles for each piece they sell. It’s a win-win.PumaAs a global brand with consumers on most continents, opening up social proof to the masses would quickly clog the website. Fortunately, social proof doesn’t just come from the everyday consumer, and Puma knows this. With endorsements from celebrities, brands get a boost in the eyes of buyers. Puma knows this, and that’s why they feature hero images with their top endorsers. They don’t stop there, though. Rihanna and Usain Bolt feature prominently, but buyers can also find a list of other celebrities that trust Puma to be their shoe of choice. If Rihanna likes them, why shouldn’t we?AmazonAccepting and even embracing bad reviews isn’t easy. Amazon manages to not only do both but to also make those bad reviews work in their favor. They understand that consumers want to know the bad and the good. We’re smart enough to take everything in context before making decisions.Look how they place the negative and positive reviews together so buyers can see everything at once. They can determine if the good outweighs the bad or if the bad review was from a buyer who just didn’t get what was expected. This is a great way to use even negative social proof to get a positive response.BetabrandCrowdfunding is a special kind of social proof that’s still gaining in popularity. Betabrand has taken the crowdfunding phenomenon and taken it to a whole new level. In addition to the serious social proof that comes with funding a project for production, Betabrand also includes a few other cues.Take a look at these sunglasses, which have raised almost four times the original goal. There’s a big sign that people love the glasses. If that’s not enough to convince you, there are 48 comments from prospective buyers that might just convince someone who’s sitting on the fence. Booking.comSpeaking of multiple social proof options, takes the whole social proof thing to the extreme. In the examples below, you’ll probably pick out a few of the things we’ve already discussed here, but they didn’t stop at “good enough.” They went right over the line into “whoa!”First, there’s the search result page. See the star rating, followed by the thumbs-up symbol, and then finished with the 398 favorites heart. On the right side, there’s a pretty high rating that’s taken from 394 reviews. That’s all exciting, right? What about the notification that one person is looking at the hotel besides you? That adds a bit of urgency. Add to that the fact that the hotel was booked by someone else less than an hour ago, and that there are only two rooms left, and has created a situation where you’d be silly NOT to buy.Once you click into this particular hotel to learn more, you can see a breakdown of the scores and the actual reviews. makes it clear that only verified guests can leave a review, so you know you’re getting accurate information from real customers. That’s social proof you can’t buy.Are you using every form of social proof available to you? We’d love to know how your efforts have helped your ecommerce sales, so leave us a comment! Originally published Jun 19, 2015 7:00:00 AM, updated February 01 2017 Social Proof Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How to Create Banner Ads That Get Results: A 10-Step Guide [Free Ebook]

first_imgBanner ads get a bad rap, and are often thought of as old-school due to their disruptive nature. But believe it or not, there’s way to make inbound-y banner ads that actually drive results.However, even marketers that recognize the value of banner ads struggle to design ones that don’t seem spammy, let alone ones that get desired results.You have to learn how to present the right message, to the right audience, at the right time, which is why HubSpot and Bannersnack teamed up to bring you How to Make Banner Ads That Don’t Suck.In this guide you’ll find 10 steps for creating high-quality banner ads that generate the results you want and help you reach your goals.More specifically, you’ll receive:The basics of banner ads: sizes, files, and formats.Design tips and best practices on choosing color and imagery.How to write the best copy for your banner ads.Tons of good examples from real brands.Much more on creating inbound-y ads to actually drive results.Download your copy of How to Make Banner Ads That Don’t Suck here. Originally published Sep 20, 2016 6:00:00 AM, updated October 29 2019 Topics: Advertising Best Practices Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more